At first blush, it serves as a digital locker of Disney, Pixar and Marvel content, which is interesting in and of itself. But it does do a bit more.

It allows users with a Disney Movies Anywhere accounts to link said account to Google Play (and/or Apple iTunes, as it so happens) and have access the content from the companion Google Play Movies app, or the Disney Movies Anywhere App. Now, if one connects it to iTunes, it pulls in Disney content purchased there; in other words, it is possible to access content purchased from iTunes on Android devices, and content purchased on Google Play on iOS devices. It’s a centralized clearinghouse of sorts.

It is a small step, but it is arguably the most interesting move to date with regards to cleaning up the current digital movies morass. Now, it reasonably possible to acquire content from one of the world’s largest content creators in either of the top mobile content stores and access it on either of the two leading platforms. Movies can be downloaded to Android devices to be accessed without the need for signal.

It’s a big deal.

Additionally, a Disney Movies Anywhere account (which is interchangeable with an ESPN account, by the way) allows one to collect points from buying Disney content. I was able to redeem a code from a movie purchased several years ago.

Some caveats (I know, I know): it seems as though not all Android devices support streaming from within the Disney app; for these devices, one must download the Google Play Movies & TV app. Also, word is that the service might be USA-centric for now.

All in all though, it is an excellent concept that we hope to see grow. It’s definitely something we’d like to see other content providers look to make similar arrangements happen.